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Feeding Your Kids - US - August 2014

“For parents, feeding their kids is largely driven by generational factors, as well as parenting styles and demographics. There are distinct differences in the attitudes and behaviors of parents based on what groups they belong to and identify with. It’s important for manufacturers and brands to target these subsets specifically, particularly in light of a market in which there are fewer households with children, and fewer children in families that do have children.”
– Amy Kraushaar, US Category Manager

Parents are impacted by many factors when making decisions on what and how to feed their kids: demographics, generational groups (how their parents raised them as well as their own generation attitudes, perceptions, and beliefs), and the style in which they raise their children.

The percentage of families with children has declined between 2003 and 2013, and with Millennials marrying and setting up households later, manufacturers and marketers need to understand parent issues, considerations, and strategies in terms of feeding their kids. This report identifies what impacts parent decision making when it comes to kids and eating.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
              • Executive Summary

                • Overview
                  • Households with children likely to continue declining
                    • Figure 1: Total US households, by presence of own children, 2003-13
                  • Dads help, but women still primary decision makers when it comes to feeding the kids
                    • Figure 2: Primary decision maker for feeding children at home, by gender, May 2014
                  • Looking at the market through the lens of different generations…
                    • Millennial Parents
                      • Generation X Parents
                        • Baby Boomers
                          • …and parent feeding styles
                            • Permissive parents
                              • Strict parents
                                • Health Pusher parents
                                  • Generations differ in key factors that impact feeding their kids
                                    • Figure 3: Factors that impact feeding decisions at home, by generations, top five responses, May 2014
                                  • Different parent styles also impact kid-feeding decisions
                                    • Figure 4: Factors that influence feeding decisions at home – Any use, by parenting food groups, May 2014
                                  • Income correlates highly with what and how parents feed their kids
                                    • Figure 5: Factors that influence feeding decisions at home – Parenting food groups, by household income, May 2014
                                    • Figure 6: Agreement with attitudes toward children’s eating habits and nutrition, by income
                                  • Race/ethnicity factor into different types of decision making
                                    • Figure 7: Your attitudes, opinions, and interests, by race/Hispanic origin, January 2013-March 2014
                                  • Parents in the West most likely to push healthy foods
                                    • Figure 8: Parent behaviors on feeding decisions at home – Any do, by regions, May 2014
                                  • Media and others more likely to influence men’s decisions on feeding kids
                                    • Figure 9: Parent influences on decisions related to feeding one's children at home, by gender, May 2014
                                  • What we think
                                  • Market Drivers

                                    • Key points
                                      • Childhood obesity driving parents to look for healthier food options
                                        • Figure 10: Percent of children* who are obese, 2001-02 to 2011-12, by age
                                      • Economic concerns such as employment and job instability still factors
                                        • Figure 11: Median household income in US, in inflation-adjusted dollars, 2001-11
                                      • Fewer children in the household impacting market
                                        • Figure 12: Total US households, by presence of own children, 2003-13
                                    • Parent Attitudes, Factors, and Influencers toward Feeding Their Kids

                                      • Key points
                                        • Primary decision maker for feeding kids at home
                                          • Women still primary decision makers on feeding kids
                                            • Figure 13: Primary decision maker for feeding children at home, by gender, May 2014
                                          • Higher-income levels suggests a more collaborative approach
                                            • Figure 14: Primary decision maker for feeding children at home, by household income, May 2014
                                          • Blacks more likely to be single parents and sole decision maker
                                            • Figure 15: Primary decision maker for feeding children at home, by race, May 2014
                                          • Factors that impact feeding decisions at home
                                            • Parents say foods/flavors kids like is most important; nutrition factors rank lower
                                              • Figure 16: Factors that impact feeding decisions at home, May 2014
                                            • Older parents, with likely older kids, say what kids like and can make themselves is important
                                              • Figure 17: Factors that impact feeding decisions at home, by age, May 2014
                                            • Higher-income parents say affordability has less impact, organic is considered
                                              • Figure 18: Factors that impact feeding decisions at home, by household income, May 2014
                                            • Other race parents most concerned about nutrition, organics; less about affordability
                                              • Figure 19: Factors that impact feeding decisions at home, by race, May 2014
                                            • Education
                                              • Figure 20: Factors that impact feeding decisions at home, by education, May 2014
                                            • Single parents say affordability, easy preparation for kids are key factors
                                              • Figure 21: Factors that impact feeding decisions at home, by marital/relationship status, May 2014
                                            • Midwest parents are more pragmatic; West influenced by organic
                                              • Figure 22: Factors that impact feeding decisions at home, by regions, May 2014
                                            • Parent behaviors around feeding decisions
                                              • Parents are proactive in helping kids eat healthy
                                                • Figure 23: Parent behaviors on feeding decisions at home, May 2014
                                              • Parents of older children impacted by kids’ busy lives
                                                • Figure 24: Parent behaviors on feeding decisions at home – by age of child(ren), May 2014
                                              • Younger parents, likely with younger kids, try to build good habits early on
                                                • Figure 25: Parent behaviors on feeding decisions at home – Any do, by age, May 2014
                                                • Figure 26: Your attitudes, opinions, and interests, by age, January 2013-March 2014
                                              • Highest-income parents more likely to read labels thoroughly before buying
                                                • Figure 27: Parent behaviors on feeding decisions at home – Any do, by household income, May 2014
                                              • Hispanic/other race parents more focused on nutrition/healthy eating
                                                • Figure 28: Your attitudes, opinions, and interests, by race/Hispanic origin, January 2013-March 2014
                                                • Figure 29: Parent behaviors on feeding decisions at home – Any do, by race, May 2014
                                              • West region parents strive for disciplined, nutritious eating at home
                                                • Figure 30: Parent behaviors on feeding decisions at home – Any do, by regions, May 2014
                                              • Parent attitudes toward kids’ eating habits and nutrition
                                                • Men have more concerns about kids’ eating habits and nutrition
                                                  • Figure 31: Agreement with attitudes toward children's eating habits and nutrition, by gender, May 2014
                                                • Higher-income parents most likely to have worries, would pay more for kid food with health benefits
                                                  • Figure 32: Agreement with attitudes toward children's eating habits and nutrition, by household income, May 2014
                                                • Younger first-time parents have more concerns, issues on feeding their kids
                                                  • Figure 33: Agreement with attitudes toward children's eating habits and nutrition, by age, May 2014
                                                • Black/other race parents would pay more for more nutritious kid food
                                                  • Figure 34: Agreement with attitudes toward children's eating habits and nutrition, by race/Hispanic origin, May 2014
                                                • Urban parents have more concerns, would pay more for food with kid-specific nutrition
                                                  • Figure 35: Agreement with attitudes toward children's eating habits and nutrition, by area, May 2014
                                                • What influences parent decisions about feeding their kids
                                                  • Men’s feeding decisions more influenced by others and media, than women
                                                    • Figure 36: People who influence decisions related to feeding one's children at home, by gender, May 2014
                                                    • Figure 37: Other outside influences that impact feeding one's children at home, by gender, May 2014
                                                  • Younger first-time parents more influenced by professionals
                                                    • Figure 38: People who influence decisions related to feeding one's children at home, by age, May 2014
                                                    • Figure 39: Other outside influences that impact feeding one's children at home, by age, May 2014
                                                  • Higher-income parents more influenced by family, friends, peers
                                                    • Figure 40: People who influence decisions related to feeding children at home, by household income, May 2014
                                                    • Figure 41: Other outside influences that impact feeding one's children at home, by household income, May 2014
                                                  • Hispanics influenced by media sources; one third of Blacks look to professionals
                                                    • Figure 42: People who influence decisions related to feeding one's children at home, by race/Hispanic origin, May 2014
                                                    • Figure 43: Other outside influences that impact feeding one's children at home, by race/Hispanic origin, May 2014
                                                  • Social-media-involved parents are most influenced by others on kid-feeding decisions
                                                    • Figure 44: People who influence decisions related to feeding one's children at home, by visits social media websites daily, May 2014
                                                • How Parents Feed Their Kids by Generational Groups

                                                  • Key points
                                                    • Profile: Millennial parents and feeding their kids
                                                      • Millennial parent strategies
                                                        • Profile: Generation X parents and feeding their kids
                                                          • Gen X parent strategies
                                                            • Profile: Baby Boomer parents and feeding their kids
                                                              • Baby Boomer parent strategies
                                                                • Generational differences in feeding decisions
                                                                  • Figure 45: Primary decision maker for feeding children at home, by generations, May 2014
                                                                  • Figure 46: Factors that impact feeding decisions at home, by generations, May 2014
                                                                  • Figure 47: Factors that influence feeding decisions at home – Any use, by generations, May 2014
                                                                  • Figure 48: Agreement with attitudes toward children's eating habits and nutrition, by generations, May 2014
                                                                  • Figure 49: People who influence decisions related to feeding one's children at home, by generations, May 2014
                                                                  • Figure 50: Other outside influences that impact feeding one's children at home, by generations, May 2014
                                                              • Parent Styles toward Feeding Their Kids

                                                                  • Classic parenting styles defined
                                                                    • Three styles uncovered on how parents feed their kids
                                                                      • Profile: Permissive parents
                                                                        • Insights and opportunities
                                                                          • Profile: Strict parents
                                                                            • Insights and opportunities
                                                                              • Profile: Health Pusher parents
                                                                                • Insights and opportunities
                                                                                • Parent Style Groups

                                                                                  • Key points
                                                                                    • Different parent styles impact feeding decisions and behaviors
                                                                                      • Figure 51: Factors that impact feeding decisions at home, by parenting food groups, May 2014
                                                                                      • Figure 52: Factors that influence feeding decisions at home – Any use, by parenting food groups, May 2014
                                                                                    • Permissive parents may be overwhelmed by feeding decisions
                                                                                      • Figure 53: Agreement with attitudes toward children's eating habits and nutrition, by parenting food groups, May 2014
                                                                                      • Figure 54: Agreement with statements regarding preferences for feeding children at home, by parenting food groups, May 2014
                                                                                    • Strict parents influenced by professionals; Permissives, by peers and their kids
                                                                                      • Figure 55: People who influence decisions related to feeding one's children at home, by parenting food groups, May 2014
                                                                                      • Figure 56: Factors that influence feeding decisions at home – Parenting food groups, by people who influence decisions related to feeding one's children at home, May 2014
                                                                                  • Kids’ and Teens’ Attitudes toward Food and Eating

                                                                                    • Key points
                                                                                      • The kids’ side of the story
                                                                                        • Figure 57: Attitudes toward food and eating, by gender, November 2012-December 2013
                                                                                        • Figure 58: Attitudes toward food and eating, by age, November 2012-December 2013
                                                                                      • The teens’ side of the story
                                                                                        • Figure 59: Attitudes toward food and eating, by gender, November 2012-December 2013
                                                                                        • Figure 60: Attitudes toward food and eating, by age, November 2012-December 2013
                                                                                    • Trend Applications

                                                                                        • Trend: Nouveau Poor
                                                                                          • Trend: Immaterial World
                                                                                            • Trend: Mood to Order
                                                                                            • Innovations and Innovators by Parenting Style

                                                                                                • Permissive parents focus on food kids will love
                                                                                                  • Strict parents are most interested in healthy discipline
                                                                                                    • Health Pusher parents look for clever ways to make healthy eating easy
                                                                                                    • Marketing Strategies

                                                                                                      • Overview of the marketing landscape
                                                                                                        • Theme: Healthy food by whatever means possible
                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                            • Figure 61: Any decisions makers for feeding children at home, by parenting food groups, May 2014
                                                                                                            • Figure 62: Any decisions makers for feeding children at home, by household income, May 2014
                                                                                                            • Figure 63: Primary decision maker for feeding children at home, by household income, May 2014
                                                                                                            • Figure 64: Factors that impact feeding decisions at home, by household income, May 2014
                                                                                                            • Figure 65: Your attitudes, opinions, and interests, by gender, January 2013-March 2014
                                                                                                            • Figure 66: Your attitudes, opinions, and interests, by household income, January 2013-March 2014
                                                                                                            • Figure 67: Your attitudes, opinions, and interests, by education, January 2013-March 2014
                                                                                                            • Figure 68: Your attitudes, opinions, and interests, by marital status, January 2013-March 2014
                                                                                                            • Figure 69: Factors that influence feeding decisions at home – Any use, by education, May 2014
                                                                                                            • Figure 70: Agreement with attitudes toward children's eating habits and nutrition, by race/Hispanic origin, May 2014
                                                                                                            • Figure 71: Statements regarding preferences for feeding children at home, May 2014
                                                                                                            • Figure 72: Agreement with statements regarding preferences for feeding children at home, by gender, May 2014
                                                                                                            • Figure 73: Factors that influence feeding decisions at home, by people who influence decisions related to feeding one's children at home, May 2014
                                                                                                            • Figure 74: Factors that influence feeding decisions at home, by other outside influences that impact feeding one's children at home, May 2014
                                                                                                            • Figure 75: Factors that influence feeding decisions at home, by other outside influences that impact feeding one's children at home, May 2014
                                                                                                            • Figure 76: Factors that influence feeding decisions at home – Parenting food groups, by people who influence decisions related to feeding one's children at home, May 2014
                                                                                                            • Figure 77: Other outside influences that impact feeding one's children at home, by gender, May 2014
                                                                                                            • Figure 78: People who influence decisions related to feeding one's children at home, by race/Hispanic origin, May 2014
                                                                                                            • Figure 79: Other outside influences that impact feeding one's children at home, by regions, May 2014
                                                                                                            • Figure 80: Other outside influences that impact feeding one's children at home, by area, May 2014
                                                                                                            • Figure 81: Agreement with statements regarding preferences for feeding children at home, by household income, May 2014
                                                                                                            • Figure 82: Agreement with statements regarding preferences for feeding children at home, by race/Hispanic origin, May 2014
                                                                                                            • Figure 83: Attitudes toward food and eating, by age, November 2012-December 2013
                                                                                                            • Figure 84: Attitudes toward food and eating, by region, November 2012-December 2013
                                                                                                        • Appendix – Trade Associations

                                                                                                          Companies Covered

                                                                                                          • Food Marketing Institute
                                                                                                          • Walmart Stores (USA)

                                                                                                          Feeding Your Kids - US - August 2014

                                                                                                          £3,277.28 (Excl.Tax)